In an Australian-first, the Victorian Government is funding 1,500 free pad and tampon machines across up to 700 public sites—tackling period poverty and promoting dignity for all Victorians. Launched in November 2024, the test phase saw 20,000 free packs accessed at 30 locations statewide.

Delivered entirely in-house by the Public Engagement team at the Department of Families, Fairness and Housing, the bold, stigma-breaking campaign focused on inclusion, accessibility and equity. With limited budget, the team developed branding, packaging, animations, and social media assets—generating high engagement and strong community support. The tagline “Free Pads and Tampons. Period.” became a memorable hook across digital and outdoor channels.

The campaign was informed by extensive community consultation and supported by cross-government partnerships. Machines were co-designed and built by female-led and disability-inclusive suppliers. Content was translated into six key languages and hosted on the Better Health Channel for credibility and reach.

This initiative sets a new benchmark for in-house government communications—embedding equity into every layer, creating real public value, and making a lasting impact on health, dignity and access. It’s not just a communications success; it’s a movement for social change.

The Unsaid Says a Lot is Australia’s first government-led awareness campaign created by and for trans and gender diverse (TGD) communities. Launched in June 2024 by the Minister for Equality, the campaign highlights the everyday discrimination faced by TGD people—three in four report unfair treatment—and encourages all Victorians to take meaningful steps toward inclusion and allyship.

The campaign was fully co-designed with TGD Victorians from across the state, including First Nations people, those living with disability, and regional and multicultural voices. Co-created without boundaries, and led by trans talent including director Harvey Zielinski, it gave the community ownership over the messaging, visuals, and delivery. The campaign was bold, inclusive, and deeply personal.

Launched with no paid media spend, it generated over 54 earned media stories and reached an estimated 35 million people through organic distribution. It sparked immediate increases in referrals to TGD community services and was embraced across sectors—from sport to media to education.

The Unsaid Says a Lot not only challenged stereotypes but set a new benchmark in inclusive government communication. It has since informed a best practice guide for inclusive campaigning, ensuring this impact extends far beyond the original launch.

Launched in January 2024, the Inquiry into Women’s Pain was the first of its kind in Australia—shining a spotlight on the widespread issue of medical gender bias and the chronic under-treatment of pain in women and girls. Led by the Department of Health and Safer Care Victoria, the initiative set out to elevate voices too often dismissed in the healthcare system.

A bold and inclusive communications campaign supported the Inquiry, using storytelling, digital engagement, and targeted outreach to encourage women from all backgrounds to share their experiences. The strategy prioritised accessibility, with the survey translated into 10 languages, and content co-designed with Aboriginal, multicultural, and disability communities.

With a modest budget of $111,500, the campaign generated exceptional results: over 13,000 survey responses, 328 written submissions, 25 focus groups, and widespread digital and media engagement—reaching more than 8.9 million people. The use of content creators, podcast sponsorships, and behavioural science-informed messaging marked a first for the department.

This initiative broke new ground in public health engagement and has laid a powerful foundation for meaningful policy reform—helping shape a healthcare system that listens to, values, and supports women in pain.

In a sector-first approach, South East Water launched a place-based marketing campaign in Cranbourne—postcode 3977—to proactively support customers experiencing financial stress. Rather than focusing on debt collection, the campaign encouraged early engagement around bill support, with clear, compassionate messaging and accessible options.

Using data insights and local imagery, the campaign reached people where they were—digitally and physically—via social media, local shopping centre panels, personalised billing prompts, and community events like the Casey Kids Carnival. QR codes directed customers to support services, and materials were translated into key community languages, reinforcing accessibility and inclusion.

The campaign empowered over 40,000 customers to act: more than 8,400 payment extensions, 6,200 payment plans, and over 1,000 new hardship program entries were recorded. In partnership with local organisations like the Southern Migrant Refugee Centre and Casey North CISS, South East Water is laying the groundwork for long-term community connection and trust.

This campaign represents a shift in how utilities serve their customers—from infrastructure delivery to people-centred care. By embedding empathy, accessibility, and place-based engagement into its approach, South East Water is setting a new standard in public value and sector leadership.